
If you build a great product, your customers will be your best advertisers.
That’s something Kevin Kiene has learned. The founder of ezLandlord Forms, an online provider of property-management legal documents, remembers a time before that lesson was entirely his.
“In the beginning, we were marketing and advertising before we had a great product,” he said of his Web site, which will turn three this August. “We have a great product now.”
There were usability and design concerns and nowhere near the breadth of options the site now offers. But a lot can change in three years.
Last month, they launched a complete site redesign and are in the process of becoming a green certified business and doubling their staff. This month, they surpassed 300,000 members, many of whom are paying into its subscription model, pushing year-to-date sales by more than 225 percent. In September, HGTV’s Designing Spaces will be shooting a segment on the site to air at the year’s end.
“Business,” Kiene says, “is good.”
The company, which has office space in Cinnaminson, N.J., currently features seven employees who work from their homes across the country, including a Willow Grove-based Web developer and Kiene, 40, a native of Fox Chase in Northeast Philadelphia.
But Kiene, who now lives in Frankford, is proud to talk about the site’s national appeal, in addition to its growing traffic and how the idea for ezLandlord Forms came to him because he could never find a lease that would square away who was taking care of the damn lawn.
Read more